According to this model, consumers choose products and brands based on comparative analysis of various product or brand attributes.The ATO Model measures the likes and dislikes of consumers with the help of Fishbein Model.While Attitude towards Behaviour Model focuses on the changing Behaviour of consumers, Attitude towards Object Model focuses on the object related aspects of purchase. This model is divided in to two types namely –Īttitude towards Object Model – ATO Model (2) The Multi Attributes Model substantiates the interest of the consumers on a specific object and likes and dislikes of consumers towards a product or a brand. The holistic manner in which the Tricomponent Model approaches the attitudinal aspect to that of consumer behaviour makes it a highly dependable one. This Model is based on different types of hierarchy that fall under four categories as follows – Conative or Behavioral Element – Actions and behaviour towards the product or service.Cognitive Element – Knowledge and belief about the product or service.Affective Element – Feelings and emotions about a product or service.(1) The Tricomponent Attitude Model is based on three elements that help a consumer to evaluate a product. Attitude of consumers towards brands make them select between one of the same when given a choice.Īttitude plays a prominent role in influencing consumer behaviour and can be understood by two models –.It impacts purchase decision as well as the post purchase experience of consumers.It makes a consumer go in for a brand or banish the same from their purchase preferences.Attitude is the mental aspect of humans which decide the likes and dislikes of human beings.Elders usually have a negative attitude towards fast food as they consider it unhealthy, but youngsters have a positive attitude towards fast food as it is easy to eat, while middle-aged people may be indifferent towards fast food. It is a predisposition to act favourably or unfavourably towards an object.Īttitude in consumer behaviour refers to a way of thinking or behaviour of a person towards a product or service which is developed through his/her past purchase experiences, use, knowledge, beliefs etc.Ī person can have a positive or a negative attitude towards a product or service. Attitude is the way one thinks, acts or feels about something or someone.
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